Advertising is a tricky thing — part science and part art — and even trickier when it comes to Amazon. The marketplace is crowded, competition for digital shelf space is fierce, and figuring out how, what, where, and when to purchase advertising is … well, confusing. But with 3 out of 4 customers using Amazon to discover new products and brands, and off-platform ad options continuing to expand, it’s undeniable that advertising with Amazon is critical to success.
If you’re wondering: How do I advertise on streaming TV? What is the Amazon DSP? How do I know where to spend on Amazon search advertising? Or, do I really need an Amazon ad agency to do all this? We’re here to break it down for you with our 2022 guide to Amazon advertising.
Amazon has grown to become the world’s second-largest search engine and the largest for ecommerce. With the attention of so many online shoppers, the ecommerce giant has made several digital advertising options available to brands, from Amazon paid search advertising to display, video, and even customized advertising solutions (like on-box advertisements).
We live in an attention economy, so capturing customer attention at each stage of the buying journey is critical for brand success. Amazon Ads are designed to do exactly that: capture attention where it matters most. These advertisements appear to relevant consumers as they shop, get entertainment and news, and browse online. When used strategically, Amazon Ads can reach consumers at multiple touchpoints and across all devices.
Display, Video and Streaming TV Advertisements: Beginning at the top of the advertising funnel — also known as the awareness stage — display, video and streaming TV ads appear both on and off Amazon. These ads leverage product and audience targeting to appear to relevant shoppers.
Search-based Advertisements: Moving further down the advertising funnel to the consideration stage, Amazon search advertisements appear at the top of relevant search results. These products or brands have a subtle “sponsored” tag and include the ad types listed above.
For a full breakdown into how sponsored ads work, check out How Amazon Marketing Services Ads Work.
Once you develop a robust advertising strategy, it’s time to nurture and maintain your ads like the houseplants you so adore. (You can’t set it and forget it. Think of your favorite fern!)
Data, data, data — oh, and did we mention data? It’s crucial to a successful and competitive Amazon advertising strategy. Ecommerce data can be overwhelming, disjointed, and at times, difficult to interpret. At WBX Commerce, our Amazon marketing services team is versed in the art and science of Amazon Ads. Our team pairs their industry experience with our proprietary intelligence tool, WBX Insights, for a comprehensive view of a brand’s ecommerce data. WBX Insights provides a centralized, wide-ranging data set across channels, including sales, search term, and ad performance, as well as customer demographics and purchase behavior. Using this tool, our team of certified Amazon Advertising specialists analyzes Amazon data, including data from Amazon Marketing Cloud (AMC), to map your customers’ journeys and determine the most profitable placements for ads — whether on platform or off. To put it in real-life terms, AMC data allows us to see how many customers were served a streaming TV ad (building that brand awareness!) and ultimately made a purchase through a Sponsored Product ad.
What’s more? WBX Commerce offers warehousing and fulfillment options for brands, which provide valuable data to inform advertising decisions. Brands that utilize WBX Commerce’s fulfillment and logistics services can partner with us to create and test multi-packs, variety packs and new product configurations on product listings. WBX Commerce’s Amazon marketing services team runs Amazon search advertising campaigns that enable brands to gauge consumer interest and better plan for demand before devoting budget toward new configurations. Our team uses WBX Insights to help you identify these new bundle opportunities using Amazon Market Basket Data, and is equipped to create new product listings in real-time.
Brands that partner with WBX Commerce for their Amazon advertising see an average of 15% monthly growth in their Amazon business.
You’ve got an amazing product catalog, a strong brand, and you’re ready to win the Buy Box on Amazon. But how exactly do you begin?
Sound like a lot of work? It is. That’s why some brands find value in partnering with an Amazon ad agency like WBX Commerce to take the headache out of Amazon advertising. Remember: Amazon advertising is anything but a set-it-and-forget-it process. In order to grow sales, brands must constantly make sure their products stand out, adjust pricing to remain competitive and optimize ads to get the most bang for their advertising buck. Digital advertising best practices are always changing, so it can be beneficial to have an agency help you stay on top of these shifts and continue to fine-tune your brand’s presence. Considering partnering with a certified Amazon ad agency? Here are five questions you should ask yourself when deciding.
Whether your brand is equipped with an in-house team or prefers a full-service ecommerce agency, WBX Commerce can help. For those with in-house expertise, WBX Commerce can complement your existing search strategy with additional display, video and OTT (over-the-top) ads via Amazon DSP. Additionally, our data scientists can give you transparent insights from our WBX Insights technology to optimize your existing search-based ads and execute a powerful Amazon DSP strategy.
By now it should be clear that strategic advertising on Amazon is essential for brands that want to make the most of this mammoth marketplace. Here are some bite-sized stats to show how Amazon Ads can grow your business: